On–Premise

Monarch Beverage

Importance of the On-Premise

• Sales for off premise start on-premise• Focus = Young adults 21-34• What young adults drink today, older

adults drink tomorrow• People are influenced by their peers• Commercials help reinforce a

consumer’s chosen brand – creates loyalty

Why Young Adults Choose Beer Brands

1.People they know drink it

2.Taste3.Price

Typical On-Premise Consumer

Male

21-34 Years Old

Earns more than $30,000+ per year

82% of beer consumption

60% of beer consumption

75% of patrons earn at least 30K

Typical On-Premise Consumer

ReviewTypical Consumers

Why Young Adults Choose Beer Brands

1.People they know drink it

2.Taste3.Price

On-Premise The 7 Standards of Performance

DistributionPriceP.O.S.

Backbar DisplayWaitstaff

PromotionQuality/ Rotation

On Premise - Distribution• Everything starts here!• What do/ don’t we have in

an account?• Selling in new or existing

brands• Utilizing all of our

accounts

On Premise - Pricing• Be competitive or

dominant• Clearly advertise

special pricing or “Features”

• Use the Graphics Dept. • Put in banner requests as early as possible

On Premise - P.O.S.• Location, location, location• Generate Excitement• The silent salesperson• Who’s winning the battle?• Replace competitive P.O.S.

when possible

On Premise - P.O.S.P.O.S. Guidelines• Clear message• Clutter free• Eye catching• High pass, high pause• Clear view of patrons

On Premise - P.O.S.Merchandising Zones:

– Exterior– Entryway– 1st Impact– Beer Serving Area– Entertainment Areas

On Premise Merchandising Zones

Exterior: What customers see from the outside of the account

Entryway: P.O.S. found entering an account

1st Impact: What the 1st thing that jumps out to customers after entering an account

Beer Serving Area: Place where customers place orders (tabletop, back bar area, etc.)

Entertainment: Pool tables, video games, stages, T.V.’s, darts, etc.

On Premise Merchandising Zones(Continued)

Additional 5 T’s

Tabletops

ATM’s

TVs

Trashcans

Toilets

On Premise - Backbar Display• Display product

selection• People draw on

resources from a number of different sources

• Hook up the bartender!

On Premise - PromotionsWhy accounts do promotions:• Increase sales (alcohol and food)• Stand out vs. competition• Build traffic on slow days/ nights• Perception = fun and entertaining• Good word-of-mouth advertising• Develop customer loyalty

On Premise - PromotionsBenefits for Distributors• Create brand awareness• Encourage trial• Convert competitive drinkers• Increase our sales• On-premise leads to Off-

premise sales

On Premise - Promotions• Select an account• Pick an effective date and time• Coordinate details with

account• Advertise and promote• Have enough product and

P.O.S.

Promotions - Safety• Park in a safe location• Analyze your surroundings• Walk out with an escort• Have a contact ready• Don’t be sympathetic• Keep moving!

On Premise - Wait staff• The sales rep’s sales force• Provide product information• Bring samples• Focus on increasing check

totals• Contests and prizes!• Body P.O.S.!

On Premise - Quality

• First impression• Correct draft problems• Rotate kegs, bottles and

cans• Ask for ways to

improve service

ReviewOn-Premise Standards of

Performance

Draft Beer

What is Draft Beer?• Any beer that has not been

pasteurized • Highly filtered to remove bacteria • Fresher, better tasting beer• Kegs and bottles can be draft• “Draft” or “draught”?

What’s Pasteurization?• Created by this guy

• Heating process used to kill bacteria and yeast (140°F for 2-3 minutes.)

• Preserves beer for longer shelf lifeLouis Pasteur

Draft Beer Maintenance• Keep it cold• Clean lines regularly to avoid bacteria,

mold, yeast, and beer stone (calcium deposits)

• Monitor CO2 and nitrogen pressure

“Beer Clean” Glasses

• Lacing effect after every sip• Head should remain in tact• Any bubbles will rise to the

head (middle of the glass)• No bubbles clinging to the

side of the glass

Easy as 1, 2, 3 – Sinks

“Beer Clean” video

Pouring Draft BeerPresentation, size and head longevity

Guidelines:

1. Tilt the glass - 45° angle

2. Aim for the middle of the side of the glass

3. Half-way, straighten the glass (vertically), pour directly down the center of the glass

How a Keg Works• CO2 is entered

• CO2 rises to the top pushing the beer down

• Only escape is through the opening of the tube at the bottom

• The pressure shoots the beer through the tube up and out of the keg

On Premise – Keg Information

• Keg – a.k.a. ½ bbl• ½ bbl = 1,984 oz.• ½ bbl = 15.5 gallons• ½ bbl = 6.88 cases• ¼ bbl = 992 oz.• 1/6 bbl = 661 oz.• Import Keg = 50L• 50L = 1,676 oz.

Draft Beer(Review)

Questions?Good Luck and Good

Selling!